The Internet provides such comprehensive product information that B2B buyers needn’t deal with B2B sellers until quite late in the sales cycle. At that stage, customers don’t need features-and-benefits information; they need specific insights told through stories that are tailored to their situation. Sales-training expert Michael Harris explains how B2B salespeople can deliver these insights for maximum results. His technique transforms B2B prospects’ classical wariness of sales representatives into enthusiasm for learning about and buying what they sell. Harris backs up his recommendations with impressive research. He explains why salespeople must be able to tell good stories to win customers. Ironically, the author is a good instructor, but he could be a better storyteller. In most chapters, he explains his point of view quite satisfactorily, but in some, he’s confusing and even contradictory. When Harris is on target, his advice is very useful. getAbstract recommends his potent approach to B2B salespeople who need to know how to tell their product’s story for maximum sales impact.
In this summary, you will learn
- What an “insight scenario” is and how it works,
- How salespeople benefit when they tell insight scenarios, and
- How to develop and use these scenarios to make sales and become a trusted adviser.
About the Author
Michael Harris is the CEO of Insight Demand, a firm which teaches salespeople to deliver insights to buyers so they can sell value and differentiate their offerings.
Comment on this summary
4 years agoGreat points
4 years agoExcellent read
4 years agoVery good points. Arrive to the Aha! moment through a story telling that start with contrast, follow with listening, end with Clarity and conclude with "And than whats happens?". I loved it...
4 years agoThanks Bob & Giuseppe